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The University of Southampton

ARTD6120 Strategic Design Management and Marketing

Module Overview

During this module you will further your understanding of design management and how it relates to various contexts. You will be introduced to commercial principals and marketing strategies and encouraged to think about the impact of design decisions. You will take part in a group workshops where you will compete in teams to maximise your company’s share price index. You will work in teams to understand the various forms of research available to you as part of the workshop and devise a strategy to take you forward. This will be supported by lectures and seminars on the material covered in the workshops. You will analyse the research studies and market data and use this to develop considered strategies and decisions with respect to production planning, design, sales, advertising, distribution and budget allocation. You will develop an understanding of Brand Contribution and the impact of marketing decisions on an organisation. This module will give you a flavour of the role and impact a design manager can have in a commercial context.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • design management principles and marketing intelligence to target consumer segments and position products in a competitive environment;
  • how to evaluate market information in global and local contexts to encourage innovation and develop new products.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • prioritise, digest & interpret data;
  • analyse, synthesise and reflect on core Design Management issues in a market context.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • work constructively in a team to demonstrate an ability to reflect on the lessons learnt from working in a competitive team scenario;
  • communicate effectively using a range of media.


This module concentrates on deepening your understanding of design management in a commercial context. You will be encouraged to analyse, evaluate, debate and discuss various forms of data and decide upon a strategy in a simulated market environment. As the workshops progress you will face new challenges and your teams decisions will dictate the success of your company. Indicative topics cover: • Marketing Mix • Production planning • Pricing • Advertising & segmentation strategy • Commercial Team • Size of commercial team • Allocation across distribution channels • Allocation across marketed brands • Market Research • Industry-wide market studies • Market-specific market studies • Consumer survey & consumer panel • Semantic scales • Market forecast • Industry benchmarking

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Formal lectures • Tutorials • Workshops Learning activities include: • Workshops and peer group learning • Problem solving activities • Class discussion/critique • Guided and independent reading and reflection • Use of library resources to advance your understanding of emerging research

Independent Study174
Total study time200

Resources & Reading list

Kolb, B. M. (2016). Marketing strategy for the creative and cultural industries. 

Best, K. (2006). Design Management: managing design strategy, process and implementation. 

Lindström, M., (2005). Brand sense: how to build powerful brands through touch, taste, smell, sight & sound. 

Kotler, P (2016). Marketing Management. 

Ranchhod, A. (2004). Marketing Strategies a Contemporary Approach. 

Capon, N. (2012). Managing marketing in the 21st century : developing & implementing the market strategy. 

Hallberg, G. (1996). All consumers are not created equal : the differential marketing strategy for brand loyalty and profits. 

Kotler, P., Armstrong,G, Harris L., (2013). Principles of marketing . 

Blackboard. Simulation Participant Handbook found on Blackboard



Peer assessment


MethodPercentage contribution
Critical Writing  (3000 words) 100%


MethodPercentage contribution
Critical Writing  (3000 words) 100%


MethodPercentage contribution
Critical Writing  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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